Website audit — 15 checks for speed, trust and finding

Group 1 · Speed & basics

It loads in under 3 seconds on a phoneTest it on Google PageSpeed Insights. Over 3s and most people leave before reading a word.

Every page uses HTTPS with no certificate warningA padlock in the address bar is now a basic trust signal, not a luxury.

It reads properly at 360px wide, with nothing cut offOpen it on the narrowest phone you can find. Horizontal scrolling is a bounce trigger.

The software behind it is still maintained and updatedOutdated plugins are the most common way small-business sites get compromised.

Group 2 · Trust

Phone number or WhatsApp is visible without scrollingOn mobile, a tap-to-call number converts better than any form.

At least three real reviews with a name and a source"Great service" with no name reads as invented. Named reviews don't.

A real photo of you, your team or your premisesPeople buy from people. A stock photo does the opposite of its job.

Prices, or at least a price range, appear somewhere on the sitePublishing a starting price filters out the people who could never afford you and keeps the rest.

Group 3 · Conversion

Each page has exactly one obvious next action"Call, subscribe, read more, follow us" on one screen means nothing gets done.

A customer can book or enquire in under 60 seconds, on the page they're readingA form on the landing page beats a contact page they have to find.

The first screen answers "what's in it for me", not "who we are"Visitors decide in five seconds whether this is for them.

Enquiries get a reply within an hour during working hoursThe business that answers first usually wins, even at a higher price.

Group 4 · Findability

Google Business Profile is claimed, complete and has correct hoursFor local trades and shops, this is where most enquiries actually start.

Every page has its own unique title and descriptionThese two lines decide what people read in the search results.

A sitemap exists and the site appears in a search for your own nameIf you type your business name in Google and the site isn't near the top, something is wrong.

Nothing is sent anywhere. Ticks stay in this browser and can be cleared any time — see the privacy policy.

The 15-point website audit

Read it honestly